THE ROLE OF SOCIAL NETWORKS IN MARKETING COMMUNICATION

Marketinška komunikacija, u najužem smislu, podrazumijeva proces informiranja i uvjeravanja potrošača. Koristeći različite aktivnosti, poduzeća nastoje povećati svijest o svojim proizvodima/uslugama, te samim time povećati potražnju za istima. U prošlosti marketinška komunikacija se izvodila isključivo putem televizije, radija i novina; tzv. Tradicionalnih medija. Razvojem tehnologije, pa time i interneta, veliku ulogu u marketinškoj komunikaciji danas zauzimaju društvene mreže. Tokom godina razvile su se brojne različite društvene mreže, od kojih su najpopularnije Facebook, Instagram, Twitter i Youtube. U današnje vrijeme, profile na društvenim mrežama imaju gotovo sve dobne skupine, posebice na Facebook-u, u čemu su marketinški stručnjaci prepoznali velik potencijal. Uz to, nude poduzećima različite servise za istraživanje i segmentiranje tržišta, plasiranje oglasa bilo gdje i bilo kada, kao i mogućnost direktne komunikacije s potrošačima.Marketing communication, in the narrowest sense, implies the process of informing and persuasion consumers. By using different activities, companies strive to increase awareness of their products/services, thereby increasing demand for them. In the past, marketing communication was performed exclusively through television, radio and newspaper; So-called Traditional media. Developing technology, including the Internet, a major role in marketing communication is being occupied today by social networks. Over the years, many different social networks have been developed, with most popular Facebook, Instagram, Twitter and Youtube. Nowadays, social media profiles have almost all age groups, especially on Facebook, where marketing experts have recognized great potential. In addition, they offer companies different services for researching and segmenting markets, listing ads anywhere and anytime, as well as the possibility of direct communication with consumers